Digital Mortar, founded by Gary Angel and Jesse Gross, aims to revolutionize physical retail through comprehensive customer journey analytics. The company offers a SaaS product that integrates advanced measurement, reporting, analytics, and experimentation methods to optimize store layout, display, promotions, and staffing. Their core mission is to provide full-path customer journey analytics, enabling retailers to understand and enhance the in-store experience. Digital Mortar's market focus includes retail stores, airports, malls, arenas, and events.

Notable figures affiliated with Digital Mortar include its founders, Gary Angel and Jesse Gross, who previously built and sold a leading digital analytics consultancy to a Big 4 firm. The company has achieved significant milestones in the retail analytics space by providing tools that deliver advanced pathing, heat mapping, and space utilization capabilities. Digital Mortar's impact is evident in its ability to transform physical retail environments through data-driven insights, helping businesses improve customer engagement and operational efficiency.